They see the trend, want to have some input into the change
The trend is that the ridiculous pretense that their highly compensated athletes are amateurs hasn’t been plausible for a long time and their incoplete and extremely intermittent attempts to enforce amateur status just make the whole organization look well, look as as corrupt as it has always been.
College sports should have followed Howard Cossel’s advice in the seventies and formed AAA professional teams owned by the universities and run things above board.